The European Handball Federation (EHF) governing body has announced German pet food brand Josera as a sponsor for the upcoming Men’s EHF Euro 2024.

The deal was brokered by the federation’s exclusive media and marketing partner for the EHF Euro events, Infront Sports and Media.

Josera joins a host of other recently added partners for the tournament, including Freenet, Benz Sport, Gorenje, Orlen Deutschland, Deutsche Bahn, Liqui Moly, and Town & Country Haus.

Last month Dyn Media, the new German-based sports streaming platform, announced a deal to show the tournament through a sub-licensing agreement with SportA, the sports rights agency of public service broadcasters ARD and ZDF.

The tournament runs from January 10 to 28, 2024 in Germany, and it is the sixteenth edition of the tournament, and the third to feature 24 national teams.

Earlier this year, Dyn also struck a deal with global sports streaming heavyweight DAZN to cover top-tier action from an array of top European Handball Federation (EHF) competitions.

These include the men’s and women’s editions of the EHF Champions League and the EHF European League.

Dyn also took on rights to German handball’s top-tier Bundesliga from the start of this season under a six-year deal running until the end of 2028-29.